Shares in the travel retail giant formerly known as Dufry AG started trading today (9 November) under its new Avolta branding on Switzerland’s major equity index.

The shares (ISIN CH0023405456, Swiss Security No. 2340545), which now assume a new listing guise (SIX: AVOL), were down in early movements this morning to around CHF 29.70 after opening at CHF 30.17.

At the same time, the company has announced avoltaworld.com as the digital fascia for its activities, as the firm ‘aligns  under a single, united and strategic global brand to fully realise its Destination 2027 strategy’.

As reported, Dufry AG’s corporate identity officially switched to Avolta AG this month after shareholders agreed to the change at an extraordinary general meeting.

Avolta, the new name for the Dufry-Autogrill combination, was unveiled to the trade during the TFWA World Exhibition & Conference in October, with CEO Xavier Rossinyol discussing the move with TRBusiness in an exclusive video interview – click here to view.

“Moving forward, the Avolta brand will lead all internal and external communications, with all corporate brands of the former Dufry and Autogrill Group transitioning to the Avolta brand family,” read a statement.

“Consumer-facing brands, including consumer-facing elements of corporate brands, like Dufry, Autogrill, Hudson and World Duty Free, to name a few, will continue to operate as previously, enjoying their familiarity with travellers.”